This is a genius way to combine a useful tool with social impact. This URL shortener gives you a shortened link to your content but anybody that clicks on it gets your content with a banner riding the top of their page encouraging them to donate to the Red Cross. It seems okay in this instance to use unrelated content as a vehicle for their message because it's for a good cause. And the messaging is great. Easy and unavoidable exposure!

Charities generally are trying to get large-scale social reach in the same way that the A.L.S. Ice Bucket Challenge did,” “This idea is kind of in that space, but it’s tied into the act of sharing, as opposed to us trying to come up with the content that is super shareable.